Word: easyjet
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Dates: during 2000-2009
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...showman, of rich kid and hustler, has a knack for presenting the consumer with a cheap service that's free of the hassle and headache usually associated with discounts. He's applying the idea liberally across a growing number of businesses under the umbrella of easy--as in easyJet, easyRentacar and easyEverything...
...Ryanair, Europe's largest and most profitable no-frills airline, claims it sells 70% of its seats at its two lowest fares. James Rothnie, director of corporate affairs at easyJet, a British discounter, says that while his company's figures are "more anecdotal than scientific, up to 50% of passengers could have paid the lowest fare." That might be as little as $25 for a flight from Amsterdam to Geneva on easyJet or $32 from Brussels to Dublin on Ryanair, excluding taxes and handling fees...
...What no-frills airlines are less eager to talk about is how many seats they sell at fares that are markedly higher than their cheapest offerings. Ryanair has about eight price categories; easyJet around 10. It doesn't take a math genius to work out that between 30% and 50% of their passengers could be at the higher end, paying $300-plus per ticket. Suddenly, the so-called budget airlines no longer look cheap...
...share, might be gone forever. Matthew Davis, Amex's director of consulting services, says the low-cost operators are under increasing pressure from fuel-price hikes and increased landing fees. "We have already seen the fare gap between traditional and low-cost airlines narrowing," he says. Budget operators like easyJet and Go, British Airways' no-frills subsidiary, dispute the findings. Go spokesman Brandon Stockwell says that the reason it seems harder to come by the lowest-priced tickets is that travelers are "adjusting their behavior," flying more frequently and booking further in advance-thus driving ticket prices skyward...
...Book via the Internet. Since an online order cuts out the commission airlines have to pay travel agents, you should save. For example, Ryanair's lowest fares are available only on its website, while easyJet offers a saving of $7 on every return ticket booked online...